MEDICAL REPRESENTATIVES

CORNEAL ULCER

When I was working in RIO [Regional Institute of Ophthalmology], a medical rep Mr.K briefed me about an eye drop- a combination of antibiotic and steroid. Being a Multinational company it has come out with lot of very good looking advertisements with nice clinical pictures.
Listing the conditions in which it is indicated, it also showed Corneal Ulcer with a picture.
I just looked into the picture solemnly.
The representative caught my look and said ‘the picture is very good, isn’t it sir?’
I asked him whether they are promoting the drug to General Practioners also.
He said “Yes. Why, sir?”
I said the eye drop is actually contra-indicated in Corneal ulcer and if used may even cause loss of the eye.
The ophthalmologists all know it and will never use it and will not pay any attention to what you said. But the GPs might think it is a new approach and may use it, I said.
K took the message very gravely. “But sir, I have shown this to many eye doctors. Nobody said anything about it.”
“You need not take my word. Ask any ophthalmologist directly. He will confirm what I say.’
Rattled, K left me.

The very next day I saw him with about five of his colleagues in front of the new building. We were doing ward rounds and I was following the chief. I saw K pointing me to his colleagues.
After finishing the ward rounds I met them.
K introduced me to his senior manager.
The manager said he has confirmed what I said to K. He said it is surprising why it has not been pointed out before.
Any advertisement will have to pass various stages and included approval from the concerned specialist.
I said they must have spent a lot on their advertisements and if they can stop at least printing it again it will do.
“No, sir!” He said firmly. “We are withdrawing all the pamphlets from all over the country at once. I have already spoken to our head office and they have agreed to it.”
I thanked him but he said it is for them to thank me.
“In future I have asked the management to consult a group of Ophthalmologists before it goes for print.”
I am writing this to show the promptness of the company in setting right a wrong thing without considering their ego or loss of their revenue.